DraftKings to release new gamified NFT collection in collaboration with UFC

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DraftKings has announced plans to launch a new iteration of its “Reignmakers” gamified NFT franchise, focused on top MMA fighters in the UFC.

Reignmakers UFC will allow fans to build digital collections of their favourite UFC fighters, which can be used in games to compete for prizes. The first season of the NFT-based game is expected to go live later this year.

Ahead of the game’s launch, fans will be able to begin collecting the initial fighter NFTs via auctions and drops in DraftKings’ “Heatwave Series,” based around this summer’s UFC events schedule, which begins on 2 July.

Collectors of the NFTs will receive rewards both before and after the game rollout, based on the utility of each particular NFT. Rewards may include custom merchandise and entries into special daily fantasy contests for cash.

Under the agreement, DraftKings Marketplace will gain access to fighter IP from more than 500 athletes on the UFC roster, from which it will choose the fighters that make up the Reignmakers UFC collection.

DraftKings’ Beth Beiriger: “Fight fans are already among the most engaged audiences, and we see these immersive technologies as bolstering the unique sports entertainment ecosystem we provide for consumers while also rewarding their undeniable passion.”

DraftKings said the game is currently in development, and will include familiar features and functionalities relating to missions, achievements, level-ups, leaderboards and other underlying game mechanics.

“UFC has been a tremendous collaborator over the years, and we are delighted for the organisation to represent our latest instalment within DraftKings’ burgeoning Reignmakers gamified digital collectibles franchise,” said Beth Beiriger, SVP of product operations for DraftKings Marketplace. 

“Fight fans are already among the most engaged audiences, and we see these immersive technologies as bolstering the unique sports entertainment ecosystem we provide for consumers while also rewarding their undeniable passion.”

Tracey Bleczinski, UFC SVP of global consumer products, added: “We’re excited to expand our relationship with DraftKings to incorporate UFC into their highly anticipated Reignmakers gamified NFT collection.

“Reignmakers UFC will be a unique, innovative opportunity to create fan engagement that combines DraftKings’ expertise in digital sports entertainment with pioneering technology that features hundreds of UFC athletes, including some of the biggest names in the sport.”

The operator’s first NFT collectibles drop coincided with the 2022 March Madness basketball tournament.

About the author

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Conor Mulheir

Conor entered the gaming industry in 2018 producing high-level live event content for audiences in London, Amsterdam and São Paulo. From 2020, he went on to report news and commission exclusive content for various gaming media brands before joining iGaming NEXT as editor in January 2022.

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